Your about us page is more important than you might think. It plays a crucial role in converting web visitors into paying customers. In fact, people who visit your about us page tend to spend 22% more time on your site and are 5 times more likely to make a purchase.
So, if you're neglecting your about us page, you could be missing out on revenue. But don't worry. In this article, we will guide you on how to create a compelling about us page that captures the attention of your audience and converts them into loyal customers.
Who Reads Your About Us Page?
Your about us page is the first stop for anyone interested in learning more about your brand. It's visited by potential customers, investors, partners, and even competitors who want to understand your company better. This page also plays a role in determining whether visitors will convert into paying customers.
5 Must-Haves for a Perfect About Us Page
Killer Headline
Your about us page's headline is the first thing visitors see, so it needs to grab their attention immediately. It should summarize your company and its offerings in 1-2 concise sentences. The goal is to make visitors want to keep scrolling after reading your headline.
For instance, let's take a look at the headline from Marketing Insider Group's about us page:
Compelling Value Proposition
In addition to a killer headline, your about us page needs a compelling value proposition. This expands on your headline and explains how your company delivers value to clients, highlighting specific benefits that set you apart from competitors.
For example, on the Marketing Insider Group's about us page, they have a section called “The MIG Way” that encapsulates their unique, customer-focused approaches to content marketing and generating organic traffic and leads.
Unique Company Story
Sharing your company story gives potential customers insights into your history and experience. It also helps build a personal connection with your audience.
Your company story is the perfect place to showcase your “why” – the reason you or your company's founders started the business. Address questions that your customers might care about, such as the original purpose of your company, how it evolved over time, and any significant achievements or accolades.
Make sure to keep your company story concise yet compelling to draw your customers into your brand and not just the services you offer.
Social Proof
Building trust is crucial for potential customers, and social proof is an effective way to establish it. People are influenced by the behaviors and decisions of their peers, so including social proof on your about us page can convince new customers to convert.
Marketing Insider Group incorporates social proof in two ways on their about us page: through client testimonials and by displaying logos of well-known brands they have worked with. This reassures visitors that everything they read on the page is true and supported by their current customer base.
Easy-to-Follow CTAs
Once visitors finish reading your about us page, don't leave their next steps up to chance. Include clear calls to action (CTAs) that direct potential customers to other ways they can learn more about your company, such as scheduling a call or subscribing to your newsletter.
Marketing Insider Group, for example, encourages people to schedule a free 15-minute discovery call.
Perfecting Your Page: Best Practices to Follow
Once you have included the essential elements on your page, follow these best practices to make it more engaging and easy to navigate for your website visitors:
Cut the Fluff
Your about us page needs to provide important information, but avoid overcrowding it with excessive details. Be concise and prioritize the most valuable information that will resonate with your audience.
Include a Human Component
Humanizing your brand by featuring real faces helps build a connection with potential customers. Marketing Insider Group includes images of their team and testimonials from their customers, creating a sense of relatability and trust.
Make it Visual
Incorporating your visual
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By: Peter
Title: Creating the Perfect About Us Page: Tips for Converting Visitors into Customers
Sourced From: internetlib.org/creating-the-perfect-about-us-page-tips-for-converting-visitors-into-customers/
Published Date: Sun, 19 Nov 2023 16:09:25 +0000